According to Ajay Bijli, Managing Director of PVR INOX, movie theaters are becoming more than just places to watch movies; they are also becoming places to go for recreational activities like pickleball, bowling, and gaming. In order to highlight the trend toward competitive socializing, he stated, "Youngsters are coming out anyway, so why not offer them more?" Through delivery alliances and private labels, the corporation is also growing its food business. While a partnership with Zomato allows for the home delivery of its distinctive movie-style nibbles, branded products like "Dog Father" hot dogs seek to capitalize on non-benchmarkable food categories.

PVRINOX

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